1 Minute View: Catch-up time for Hotstar

16 Jan,2019

1 Minute ViewThe decision by Star India OTT platform for launching special/ original film-makers is not an unexpected one. Other than cricket, its library of movies and a few originals, Hotstar’s OTT thrust on originals has been weak. Even Sarabhai v/s Sarabhai, a new season of which it aired exclusively on Hotstar, didn’t last much.

But the rules of the game have been rewritten by some of the new OTT players, and especially Netflix and Amazon Prime. The investments made by Zee5 and Voot are significant as are from players like Eros Now and ALT Balaji. But the recent success of Sacred Games obviously meant that Hotstar – despite being the leader – had some catching up to do.

Hotstar did what works best for a network like Star India. Get some of the greats from the entertainment to produce content.

But while the presence of quality storytellers will make a difference and also create a buzz around the content, what works on other screens is not a surefire hit on OTT.

And just pumping in $$$s via promotion isn’t enough. Hotstar will need to reimagine its content for it to be bingeworthy.

For now, it’s good news for content-makers. Inshallah, for audiences too.

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